We started this project in the same way we start most client work: by looking at what already exists and analyzing what’s working, and what could be improved. The Ontario SPCA had an onboarding series in place, but we saw opportunities to use data to create a more personal experience.
First, we layered in segmentation, to speak to the many different connections a person might have to the Ontario SPCA – from making a first-time donation, to adopting a pet, to making a symbolic purchase. By speaking specifically to that personal connection, we were able to take a relational approach to onboarding rather than a transactional approach.
We maintained the story-focused content and whimsical tone that resonates so well with Ontario SPCA donors, but we streamlined each email to focus on one ask. With each email, we invited the donor to deepen their engagement with the Ontario SPCA – and shared a little more about the amazing, animal-saving work donors were funding every day! In this way, emails built on top of each other to make the case for ongoing support.
Finally, we mapped out a donor journey, thinking about what we wanted donors not just to think, but to feel at every stage.